Dove's Beautifully Real Moms Campaign is Unfiltered
Ellen Smith — November 13, 2018 — Marketing
References: dove & ogilvy-canada
Baby Dove's Beautifully Real Moms campaign is authentically documenting motherhood like never before. The brand employed six Pulitzer prize-winning women photo journalists to spend three days and nights with six different women, documenting the daily life of a mother and her children.
The ad captured the difficult, beautiful and mundane moments of motherhood, in an effort to highlight the reality and to stop making women feel inadequate about their parenting. The photographs were then used in a series of print ads, and shared in online galleries for other mothers and fathers to browse. The ad states that its overall goal was to grant moms "the permission to be a good mom, without being a perfect one."
The ad captured the difficult, beautiful and mundane moments of motherhood, in an effort to highlight the reality and to stop making women feel inadequate about their parenting. The photographs were then used in a series of print ads, and shared in online galleries for other mothers and fathers to browse. The ad states that its overall goal was to grant moms "the permission to be a good mom, without being a perfect one."
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